ARRI AMIRA: Same ALEXA Sensor in New Lower-Cost ENG-Style Body, Shoots 2K & Up to 200FPS

ARRI just announced a brand new camera at the IBC conference in Amsterdam they are calling the AMIRA. Not to be confused with the budget ALEXA HD that was just recently announced, the AMIRA features the same sensor and similar recording resolutions as that camera, but is housed in a completely new body design designed to be more ENG/TV/Documentary-friendly. Check out their intro video below:

The Canon C300 and the Sony F3 were huge steps up for TV and Doc work that had previously been using DSLRs. With better resolution and ND filters -- and in the case of the C300 almost no rolling shutter -- they made getting the shot that much easier. There is a market between low-end (under $10,000) and high-end (over $40,000) that wants a camera with some of those features, but also the ability to expand if possible. The Sony F5 and F55 fit that market perfectly, but with expansion are actually aimed for high-end cinema as well. AMIRA doesn't quite fit that market perfectly, but their goal is ultimate image quality at 2K/1080.

ARRI is not positioning the AMIRA that way because they are satisfied with their high-end solutions, and they would rather not introduce compromised versions at the lower end with 4:3 sensors and 2.8k ARRIRAW (that's what the big boys are for). Many like the ALEXA look, and obviously ARRI saw an opportunity to try to get that look into more hands on less predictable and more run & gun shows. They've made the AMIRA weather-sealed internally. This means that as long as your lens can hold up, you can use it basically anywhere under any conditions. It goes without saying that weather-sealing is extremely helpful for Doc or TV work.

The AMIRA will have interchangeable mount options, including PL, PL Broadcast, B4, and Canon EF (that last one will be huge for smaller budget productions). There is absolutely a huge market who are going to eat this up. How much though, will come down to price. If ARRI wants to hit C300 or F5 owners, it has to be somewhere closer to $20,000. Otherwise it's just going to be too big of a jump for many owner-operators. I would be surprised if ARRI can get the price under $30,000, especially with the ALEXA HD featuring similar specs starting over $40,000. If they hit $20K for a working camera it will literally sell by the truckloads.

If the camera becomes a relatively inexpensive rental, somewhere around $500 a day (give or take a few hundred), it's going to find its way on a lot of film sets and music videos, especially with 200fps capabilities (even thought they aren't necessarily aiming at that market). 14 stops of dynamic range, ND filters, gorgeous colors, and 2K resolution will be perfect for lower budget productions that can't quite afford the big ALEXA, but could still benefit from the image and don't really need anything more than Log ProRes. I know that I would rent one for a short or feature without even blinking if they can keep the price down and make a rental comparable to a C300 or F5.

Unfortunately, much like Sony does with their cameras, it will require completely new media. SanDisk is one of the first out of the gate with what is known as CFast 2.0, the next standard of Compact Flash technology. These cards are capable of much higher write speeds as they are closer in nature to SATA SSD drives, but are much smaller and use less power. These cards are not backwards compatible with older hardware, but ARRI is making CODEX adapters to use them in the new XT/XR recorders.

The AMIRA is a smart move for ARRI, especially since plenty of TV and Doc work will continue shooting well under 4K for some time to come. Getting that ALEXA look is now looking to be even more affordable, which means we have even more choices for how we want our projects to look.

What do you think? Where do you think it will be priced? Would you buy one? Rent one?

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77 Comments

If they hit that magical 20K price point I'll be running to buy one with my C300 in hand to sell. In theory anyway. I'd have to use one first. But it sounds amazing. My fear is it will come in at 30K which is too rich for that (my) market for an HD cam.

I have a hard time seeing how it will be less than $35K. The Alexa HD is actually around $55-65 once you get enough necessary accessories on it to use it (like a viewfinder). And this has almost all the Alexa HD capabilities plus 200fps, 2k, and it's lightweight. IMO, if 4K isn't your every waking design, this would leaps above the F55 (from my experience with the F55 and Alexa). F55 is $30K. Alexa HD is $60K. This is somewhere in the middle in terms of functionality (a little more towards Alexa than F55).

20K will be a great price. with No lens and a PL mount. u effectively have an Alexa that can record audio direct to source ... And for some commercial work even, this can make a whole lot of sense. a versatile camera. That's what everyone wants i think. Multifunctional.
This is a GREAT move by Arri. Its basically their version of a Scarlet but with more functionality and versatility. Their entry level "Alexa" there by cutting off others. These wars are getting to be quite fun and interesting. More power to us ..... the filmmakers .....

Hahahahaha don't worry...it's better thinking it is goint to be 50K and then cost 25k than thinking is going to cost 25k and then 50K. Now i've watched the videos and I assume that yes is going to be very very expensive....more than the Epic...

So I don't get it. we get a camera that is smaller then alexa hd has better sound possibilities and the same functions. why would anyone buy alexa hd? Why is everyone talking about this as a docu camera it is easier to use as a documentary camera but it can almost do everything the alexa does c-log etc.This is a movie camera of the same caliber as alexa(if you use prores). Won´t this canibalize on the Alexa. Most tv-shows and commercials shoot prores anyway.

Superb. I guess, more than anyone else, Arri seems to get things right. I wish there were multi-lens options on BlackMagic Cameras Too.
Amira is a fantastic cam. If they price it right, like Arri killed film, this might kill Canon's 'C-Series'.

I'm gonna guess the price ready to shoot (minus lens) right under $28,000 and I'd certainly rent this camera in a heartbeat. It's a smart move on Arris part with all the reality programming (across the globe)...sounds silly but for an HD camera with no "special k's" attached there's nothing like it. Lets face it they're going straight for Sonys jugular taking full advantage of Sonys identity crises. The f55 different league, different market that Alexa already ownes as for the f5 apparently they believe they got it beat. Not a very exciting announcement for some but I can think of a few who are jumping for joy.

Also, Sony announced the updated FS-700 today under the FS-700R name. This one has the early summer updates included and runs about $8K with the lens. Add Convergent Design Odyssey Q7 for ~ $3,800 (whenever it ships) and you get a 4K ProRes camera for about $12K, including the recording media and an outboard monitor. And that will probably be about half of Amira's invoice.

I will be at IBC on monday, maybe I can find out more about the price.
By the way, 25k$ is quite the same price for a broadcast sony or panasonic hd 2/3" videocamera.
So it isn't way out of the price range for an hd cam.

I'm in the camp that is expecting a $30K+ price point (base model). But... Arri might be feeling the pinch from other brands now. The elite beasts will be the F65, Dragon and Arri, although Arri still only holds that title by reputation and great results, not because of its specs. But below that, the market is wide open, and every other brand has a 'gateway' camera. So as people who are budget conscious learn to shoot with the C300's, F5/55's and Epic's of the world, they develop brand loyalty and when they graduate to larger productions, that's where these brands hope that the customer remains loyal. At this point, Arri can only hope that people have the attitude of "when I grow up, I want to shoot on Arri". But if they become satisfied with the results of their more affordable brands, Arri might lose that selling point. So... a $20-25K camera could certainly make sense from a marketing POV.

FWIW, Panasonic announced a high end/production 4K camera also ... well, they announced they're working on one ... it might be ready in time for the 2014 NAB ... or not.
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Off the global IBC news articles, it seems like most companies are working very hard on incorporating some portions of the HEVC into their software packages and these new products will take a while to materialize. Maybe there will be more in time for CES in January but, more likely, they'll be announced at the same old 2014 NAB.

Regardless of actual cost this will make for an inexpensive rental item, which is good for everyone. More chances of booking one for rentals during certain times of year (Alexas are in very high demand in L.A.) Probably will rent for close to what an Epic rents for.

I can see this being used in reality tv. Not every show but some of the more edgy, cinematic ones. Music video camera of choice too (200FPS). Easier post workflow than RED (although I do love working with R3Ds). Prod companies will be buying these too, so I would expect a lot of (web) content to now be filmed on ARRI.

I agree with you. This is a killer music video camera. Put some Hawk 70's on it? Whew.
Don't forget the HUGE sports doco market: this camera is catnip for those guys.
Also, an indie feature package with lenses for @$2k a week. You could make a hell of a pic with a couple of these.

And don't underestimate the ability to bake in the LUT: speaking as someone who has edited a lot of fast turn-around news stories that could be heaven: to have a set LUT available to an entire raft of freelancers. Its kind of done now, but mainly through Canon Log :-)

One quick point on this being an HD camera: Arri are right to think there's at least 3 full years left in the production chain for HD only in TV, especially HD at this quality. Its going to take another full tech cycle before we can edit, monitor and store it cheaply and quickly, whether or not people have TVs to watch it, and cable/satellite/over air find the bandwidth to broadcast it.

Plus, one has to assume that Arri has a plan to update it whenever they do the same with their entire line. Once you got the body and the lenses worked out, replacing the electronics inside it shouldn't be too difficult.

Here ( http://vimeo.com/74490204 ) they say it will be under Alexa price...but remember that alexa HD $65k and Alexa $85K...so it will be around $75k ...it means that only for the body it will be $45-50K... and if it is under the $30K point...the Alexa HD should lower its price quite a lot...and they won't do that......And they also say they changed the color science so it won't look as the Alexa and for me it looks just like normal TV...anything but filmic

One can hope that the market competition will help put this product in the $20k category. With Alexa moving to develop a 4k camera, as much as they don't want to, and with the competition with RED and SONY, I can only imagine in a couple years seeing the 4k ARRI taking the Alexa's price niche knocking down the Alexa and leaving the AMIRA in the lower end of $20k. Pure speculation, this is ARRI we're talking about after all. If this Camera is 30, 40, 50 even 60k, I don't think anyone will be surprised.

Many who have tried to say that IBC is about 9 kg in weight 4kg against f55's full. Epic Dragon with 5kg.
Too Heavy. Only in the shoulder or on a tripod ...
No movement, no Octocpter ..... always with large luggage and bulky ..
The ergonimia I like, comfortable and balanced, but 1080p and native iso 800, if you do not like Alexa goes beyond the ISO 1200 otherwise too much noise, I want to see 200 fps in low light .... For documentary where you are working in difficult conditions also is not 'the best, in fact, many use a c300 or c500.
All with a high price ..
I'd rather have a backpack C500. and a RED Dragon at this time.

Who, on any doc shoot, is going to use an Octocopter? This camera is meant for the shoulder or the tripod, maybe a Wally Dolly or something of that nature, which is ultimately still on a tripod. Break this baby down and it'll fit in a backpack. A C500 can't do high speed and has a DSLR sensor. I'd much rather have high speed and THE BEST sensor to ever be put into any camera. Yes, I think Alexa looks better than Dragon, especially on skin tones. And I don't see any RED camera doing 200fps at full sensor size. This is the "baby Alexa" we've been waiting for,

I just bought a F55 and i have a F3 since a couple of years. If i knew that Amira was coming i would definitely gone for the Arri instead. The F55 i a really good camera but it has some major drawbacks compared to the Alexa. The menu system is complicated and slow to work with. No audio control on the camera is not a good thing for run and gun style. The ergonomics, quality and weather seal is also much better on Arri´s. So far the 4K raw isn´t something my customers have asked for either so 2K is enough for many years to come. Good work Arri!....Bastards ;-)

This is such an awesome move by Arri , I am totally geared up for this . 2K is more than sufficient for TV commercials and doc work especially with 4:4:4 and 200 fps . This is definitely worth going hyper and saving up for :P . The price will be very important for this camera .

There is no way this camera will ever hit the $20k range, ever. That's not ArrI's game. They aren't trying to compete with C300 or F5 owners, and they never did nor probably ever will. Just off the specs of this thing, it should be almost identical in cost to the Alexa, there's no reason for it not to be (same sensor, same dynamic range, 2k capabilities), plus this one boasts a higher frame rate option, not to mention its designed for more extreme temperatures. Arri has always prided itself in being the highest end, and because of that, they aren't trying to compete with a more consumer market, the Alexa wasn't made for indie filmmakers, or owner/operators, it was made for serious films that want the best possible image quality. This new camera is just to bring in those high level docs and shows who don't want as complex as a setup with the Alexa, but still have the money to afford the rental of a piece of equipment so good. Would I love the day that Arri makes a budget camera? Yes, but this surely isn't it. As aforementioned, the Alexa HD version still will run someone $50k with all of the necessary accessories, and that's the only Arri camera that is really limiting anything (No Raw).

Their marketing manager was asked about the price and all he could say was, "Less than Alexa". Which sounds like it's going to easily run $50K or more. For comparison, AbelCine Alexa "starter" kit is $80K.

We are now so used to getting a lot of picture for little money, that we tend to forget the top-end 2/3" ENG market is long used to 5 figure pricetags. If you shoot some DC documentary for a couple of weeks, you probably buy rather than rent. So besides ARRIs traditional rental market, I guess they finally want their share of the owner/operator market. So, I wouldn´t be surprised about some more aggressive pricing sth slightly above 35k.

Wow! the thing I'm most impressed with is the egos...specifically that the whole thing slides fore and aft...both for handheld as well as steadicam. WIth so much AKS nowadays, balance of shoulder mount cameras are are basically screwed b/c there is no way to shift for the load without just adding dead weight (ballast) or operating out of balance, so this is perfect. It's nice that the eyepiece slides left and right too.

One drawback though, I think is that the monitor isn't located above the eyepiece, so if you are using both (as I do all the time when I'm mounting external monitors on cameras that also have eyepieces)...you can't see anything except thru the lens b/c the flip-out screen will be covering your left eye as well (I think.)

It's lovely. Completely suits my work - TV, commercials.. No need for a rig - so that's a couple of grand saved - fairly robust codec. Uses the collection of EF lenses most of us now have lying around - but also B4 for those totally KBS shoots, and PL for those times we get to shoot something actually pretty. Great slo mo - great colours, in camera grading.

It seems someone has finally ticked 9 out of 10 boxes for my market... But will they tick the last?

'Affordability' (it's a relative term obviously) I'd sell a stack of kit to buy it if it was circa 20k. 30k and I couldn't justify it.

I find that this camera is well into the right areas of where the target market is going to be. I find that the thing lacking in news productions is low quality sensors. everyone has been used to the same small chip cameras that stacking them next to each other hasn't done a thing but give a illusion of a better picture. No offense to anyone on that, but when news reels still shot on film they would use the Arri-S 16mm cameras and would record audio with tape deck recorders. What Arri has done is keep up to that style and make the highest quality chip, camera and media package that pushes the envelope for television production that will make everyone go back to looking at broadcast the way it was always intended and not the low end version that it is now. The only thing I am waiting for in the case here to call up the Arri headquarters and put the deposit down is the price range. I do not like the C300 for the almost no rolling shutter and Sony has made another complicated system with the AXS recorder. I have always longed for simple to make better and am glad Arri is there once again to make it happen. I love shooting on the Alexa, Alexa Plus and Alexa Studio and I am sure the Amira will just add to the line of Arriflex cameras that will keep pushing creativity into the future.

Amazing move from Arri.
Being an epic owner, telling you now, this is freaking awesome!
And the internal nd's ! That is so good. All is there, no need to buy anything. Yeah yeah the lens. You got me.
But really, got buy an epic and see how much extra money you gonna end up spending.

Love it. I would buy it. WIll see how much that is gonna go fort. But that ain't gonna be cheapp !!!!

@ian potts
I' don't think that it is too big, some others competitors is smaller but if you want to go on shoulder you need a rig, Amira is simply ready and well balanced for everything, you just need to put a lens (and if you want or need to be more cinematic a pair of 15mm rods a follow focus a matte-box and onboard monitor).

Even though I shoot a lot of fast moving action/adventure films, I think that this is just awesome for that kind of stuff and since I almost always shoot on a rig, having a camera with this image quality where you don't need to buy/make a rig is just pure awesomness. I hope I'll be able to get one of these.

Karen, studio pictures have been mastered in 2k for 20 years and still are to this day. 4k isn't important unless you're Fincher and you like to have the option of reframing everything in post. 4k should never be a selling point on a camera.

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